Is there any need to advertise for education? Yes, there is. The success or failure of an educational institute today depends a lot on these advertisements. The advertiser has to incorporate the sentiments of both the `old' and the `new' in his copy to create customer interest in an institute. At the same time, he should bear in mind that following "Goebel's Theory" might ruin him.

Advertisingand that too for education? What is it? Oh! Yes, but then it is being done". This is the reaction that you get when speaking to most of the population in our country. Education was always thought and is till today revered as a discipline that is very pure and commands great respect. We are conditioned by our culture in such a manner that we can hardly imagine that there can be advertisements and attractive ones at that, calling for students. But the fact iseducational advertisement has arrived in India and is here to stay.

If we look at advertising in the field of education, we see three phases of its development. The first deals with advertisements in the pre-independence period. The second phase deals with the period post-independence till the early 1990s. The third phase starts during early 1990s and is ruling till date. Over the phases, the advertisements have changed in objective pattern, style, methods of communication, media, and type of message communicated.

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